- NENT wins rights for Bundesliga and Premier League football
- Nordic media company will show one Bundesliga game a week in UHD
- Bags exclusive Premier League deal in Denmark, Finland, Norway and Sweden
Nordic Entertainment Group (NENT) has announced several wins for key football rights including the German Bundesliga and the English Premier League.
Last week NENT announced it has acquired exclusive English Premier League rights in Denmark, Finland, Norway and Sweden in a landmark deal from 2022-23 to 2027-28.
It has also extended its exclusive pan-Nordic media rights to German Bundesliga football until 2025, with one game a week set to be shown in UHD.
The Bundesliga deal will see NENT show more than 300 games live on its Viaplay streaming platform as well as selected games through its linear service.
NENT already holds rights to show Bundesliga games until 2021, but this extended deal will also give it exclusive rights to the German Super Cup.
NENT Group head of sport Kim Mikkelsen said: “The Bundesliga is one of Europe’s best and most exciting leagues and holds enormous interest from a Nordic perspective.
“This long-term deal means fans can see many of the region’s biggest talents every week on Viaplay, including Erling Braut Håland – the first teenager in the league’s history to score seven goals in only three Bundesliga games.
“NENT Group is the Nordic region’s leading streaming company and the breadth of our football coverage is simply in a league of its own.”
Bundesliga International chief executive Robert Klein added: “Over the past few years NENT Group has taken coverage of the Bundesliga to the next level across the Nordic region. This has been helped by the strong connections the league has with Nordic fans.”
NENT also saw off competition from TV2 for the Premier League rights in a deal announced last week. TV2 has held the rights to show Premier League games in Norway since 2010.
The latest deal is for six years from 2022 to 2028. NENT currently holds the Premier League rights in Sweden, Denmark and Finland until 2022, and the new agreement extends those rights to Norway.
The Premier League rights in the Nordic region are the first to be sold in any geography for the cycle beginning with the 2022-2023 season.
NENT president and chief executive Anders Jensen said: “We already broadcast and stream a wide range of sports events but this is a major milestone in the history of our sports coverage. The fact that the Premier League has again chosen us as a long-term strategic partner makes us very proud.
“With exclusive rights for four Nordic markets running until 2028, NENT Group is stronger than ever, and we are determined to build on this position even further and bring sports fans across the region even more and better coverage of this exciting championship.”